Effective Outdoor Advertising

Many Americans, including myself, hold the belief that advertising does not affect them. Many will argue that they do not even notice the billions of dollars companies spend to secure them as consumers. It is for this reason that I found a billboard advertising billboard space effective and appealing. This particular outdoor advertising campaign featured a white billboard with large black lettering. The billboard read "Think you don't read billboards?-You just did". This was effective because the company is telling the consumer that everyone reads billboards, even if they may think otherwise. Someone might be more apt to consider advertising on a billboard because this campaign has essentially proven billboards as an effective technique to reach consumers. I think irony is a very successful billboard tool. I enjoyed the campaigns for housing that read "If you lived here you'd be home". This campaign identifies with consumers who are commuting and wishing that they were home, which encompasses pretty much everyone!

Another tool that I find effective in outdoor advertising is repetition. A great example of repetition is the campaign that South of The Border "theme park" does from Raleigh to Myrtle Beach. The South of The Border campaign begins maybe an hour outside of Raleigh and continues for about 3 hours toward Myrtle Beach. The Billboards for South of The Border are colorful, intriguing, and appear seemingly every quarter mile. The billboards are so obnoxious that you cannot help but notice them. By the time you reach South of The Border, the billboards have established a feeling that it has somehow become your destination and you MUST go. South of The Border is run-down and hardly the destination it claims to be, but it still manages to attract thousands all through a crafty billboard campaign.